Rodeo Austin

What Rodeo Austin does

Rodeo Austin is a 501(c)(3) nonprofit organization founded in 1938 (originally as the Austin Baby Beef Show) and headquartered at 9100 Decker Lake Road in Austin, Texas. The organization produces an annual 16-day Fair & Rodeo held each March at the Travis County Expo Center, drawing 440,000-500,000+ fairgoers. Its core product portfolio includes PRCA-sanctioned ProRodeo competitions across nine events (Bareback Riding, Steer Wrestling, Team Roping, Breakaway Roping, Saddle Bronc Riding, Tie-Down Roping, Barrel Racing, Bull Riding) followed by nightly concerts, general Fairgrounds admission, Austin's largest carnival with 60+ rides, and a Junior Livestock Show with 9,000+ youth exhibitors. Supporting programs include Youth & AG educational programs (Mutton Bustin', Ultimate Scramble, Youth Art Show, School Tours, Junior Leaders), the Scholarship Program (over $8M awarded to 2,000+ students since 1981 via partnerships with seven Texas universities), and the annual Youth Auction ($3.4M raised in 2026).

The business model is a hybrid nonprofit revenue stack combining transactional ticket sales (ProRodeo $30-$65, Fairgrounds $5-$10, Carnival wristbands $25-$45, parking $20), vendor and concession fees (indoor vendor booths at $1,300-$1,500, outdoor exhibits at $7-$12 per sq ft), corporate sponsorships (H-E-B, RAM Trucks, PlainsCapital Bank, Holt CAT, Texas Mutual, Texas First Rentals), multi-year Founders Club memberships at $5K individual / $10K corporate for 5-year terms, and donations/scholarship endowments. The underlying technology stack is minimal — AXS serves as the exclusive ticketing platform, YouTube hosts the RA TV livestream of livestock competitions, and the organization is operated by a lean staff supplemented by 1,000+ volunteers across 25+ committees. Year-round events (BBQ Austin, Cowboy Breakfast, Shoot Out, Rodeo Gala, Kick Open the Chutes, Saddle Up and Sip) supplement the flagship March event. All proceeds are reinvested into youth programs and scholarships rather than distributed as profit, consistent with the 501(c)(3) charitable mission established in the early 1980s.

Name

Rodeo Austin

Legal name

Rodeo Austin

Website

https://rodeoaustin.com

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Short description

Rodeo Austin is a 501(c)(3) nonprofit that produces an annual 16-day Fair & Rodeo in Austin, Texas, drawing 440,000+ fairgoers and serving 9,000+ 4-H/FFA youth exhibitors through livestock shows, scholarships, and agricultural education programs funded by tickets, sponsorships, vendor fees, and donations.

Ownership category

akta.pro rank

Product category

Rodeo and Fair Events

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

akta.pro secondary industries

Family, Kids & Education Fairs (MPAGAFAH), Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

Keywords

• Rodeo and fair events
• Youth agricultural programs
• Scholarship programs
• Livestock competitions
• Western heritage events

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Ticket Sales: Revenue from ProRodeo & Concert tickets ($30-$65), Fairgrounds admission ($5-$10), Carnival wristbands ($25-$45), BBQ Austin admission, and parking ($20). ProRodeo & Concert tickets include Fairgrounds admission.
2. Vendor and Concession Fees: Revenue from commercial vendors (indoor, outdoor), food vendors, and mobile marketing activations. BBQ Austin commercial vendor opportunities. Indoor vendor spaces are $1,300 (inline) to $1,500 (corner). Outdoor exhibits range $7-$12 per square foot.
3. Sponsorships: Corporate sponsorship program with multiple partners including H-E-B, RAM Trucks, Holt CAT, Texas First Rentals, Texas Mutual Insurance, PlainsCapital Bank, and many others. Includes Founders Club memberships at $5,000-$10,000 for 5-year terms.
4. Donations and Youth Giving: Donations from annual supporters, lifetime supporters, scholarship endowments, youth auction purchases ($3.4M raised in 2026), and general fund contributions. Youth Auction featured 454 exhibitors in 2026.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rodeo Austin is a 501(c)(3) nonprofit organization that produces an annual 16-day Fair & Rodeo event each March in Austin, Texas, featuring PRCA-sanctioned ProRodeo competitions, live concerts, a 60+ ride carnival, and livestock shows. The organization channels event proceeds into youth agricultural education programs, livestock competitions, and a scholarship program that has awarded over $8 million to more than 2,000 students since 1981. Year-round fundraising events (BBQ Austin, Cowboy Breakfast, Rodeo Gala, Shoot Out, Kick Open the Chutes, Saddle Up and Sip) complement the flagship March event.

Product overview

Rodeo Austin is a nonprofit organization operating as a month-long Fair & Rodeo event held annually in March. The core product portfolio includes ProRodeo & Concerts (featuring 9 rodeo events and live music performances), Fairgrounds admission, Austin's largest Carnival with 60+ rides, and a Junior Livestock Show with over 9,000 exhibitors. Supporting programs include Youth & AG Programs with competitions (Livestock Show, Mutton Bustin', Ultimate Scramble, Youth Art Show), the Scholarship Program (over $8M awarded since 1981), and the Youth Auction ($3.4M raised in 2026). The organization also operates venue spaces including the 100X Dance Hall honky-tonk and Outdoor Stage for live music, plus premium Founders Club memberships. Year-round events like BBQ Austin, Cowboy Breakfast, and Rodeo Gala complement the flagship March event.

Differentiator

Problem solved

Functional benefit

Products and services

• ProRodeo & Concerts PRCA-sanctioned professional rodeo featuring Bareback Riding, Steer Wrestling, Mutton Bustin', Team Roping, Breakaway Roping, Saddle Bronc Riding, Tie-Down Roping, Barrel Racing, and Bull Riding, followed each night by live concerts in the Luedecke Arena. Ticketed event for general fairgoers.
• Fairgrounds Admission General admission to the fairgrounds offering attractions, vendors, carnival access, livestock shows, and various family-friendly activities during the annual Fair & Rodeo.
• Carnival Austin's largest carnival featuring over 60 rides and dozens of games for the whole family, with individual ride tickets and unlimited ride wristband options.
• Junior Livestock Show Annual competition in which junior livestock exhibitors and horse show exhibitors compete in market animal and breeding show categories, with over 9,000 exhibitors participating each year.
• BBQ Austin A two-day competitive BBQ cook-off event drawing over 50,000 visitors, featuring commercial vendors and competitive BBQ teams competing for prizes.
• Scholarship Program College scholarship awards to students through partnering Texas educational institutions (Austin Community College, Sam Houston State, Tarleton State, Texas A&M, Texas State, Texas Tech, University of Texas, West Texas A&M), based on financial need, academic achievement, and community involvement.
• Youth Auction Grand finale of the Junior Livestock Show where community members and businesses support youth exhibitors by purchasing livestock and project lots; raised $3.4M in 2026 with 454 exhibitors.
• Founders Club Membership Premium membership offering skybox views of ProRodeo action, with Individual Founder tier ($5,000 for 5 years) and Corporate Founder tier ($10,000 for 5 years), including passes, parking, and premium seating.
• 100X Dance Hall Exclusive after-hours honky-tonk venue presented by PlainsCapital Bank, offering live music, cocktails, and closed-circuit coverage of Rodeo Austin events.
• Ultimate Scramble Championship Tournament-style calf scramble competition in which 4th and 5th place participants receive $1,000 and top finalists compete for prizes up to $6,000 with animal purchase certificates.
• School Tours Field trip program offering elementary school classes opportunities to experience Western heritage at the Fairgrounds, with over 7,000 schoolchildren touring annually.
• Junior Leaders Program Leadership development program for students in 9th-12th grade offering workshops, events, and hands-on experiences over a nine-month period.
• Mutton Bustin' Family-friendly event in which young children ride sheep for eight seconds, scored on their performance similar to professional rodeo events.
• RA TV Live Stream Live streaming service for Rodeo Austin's Livestock Show events, allowing remote viewers to watch competitions online via YouTube.
• Year-Round Special Events Fundraising events held outside the March Fair & Rodeo, including Cowboy Breakfast, Shoot Out (Sporting Clays), Rodeo Gala, Kick Open the Chutes, and Saddle Up and Sip.

Quantifiable outcome

• Over $8 million awarded in scholarships to 2,000+ students since 1981
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered core, major and minor.

• AXScoreChannel Partner/ Reseller/ DistributorAXS is the official ticketing provider for Rodeo Austin. Provides mobile app (AXS Tickets) and desktop FanAccount platform for all ticket sales including ProRodeo, concerts, fairgrounds, carnival wristbands, and parking.
• H-E-BmajorGTM or Marketing PartnerMajor retail sponsor of Rodeo Austin events and programs.
• RAM TrucksmajorGTM or Marketing PartnerAutomotive sponsor providing vehicle support and marketing partnership.
• PlainsCapital BankmajorGTM or Marketing PartnerPresents the 100X Dance Hall venue, offering hospitality and live music during rodeo performances.
• Texas Mutual Insurance CompanymajorGTM or Marketing PartnerCorporate sponsor supporting Rodeo Austin operations and youth programs.
• Austin Community CollegecoreStrategic or Co-development PartnerPartner institution for Rodeo Austin Scholarship program. Students apply through ACC scholarship application with May 1 deadline.
• Sam Houston State UniversitycoreStrategic or Co-development PartnerPartner institution for College of Sciences, Department of Agricultural Sciences scholarships with February 1 deadline.
• Tarleton State UniversitycoreStrategic or Co-development PartnerPartner institution for College of Agricultural and Environmental Sciences scholarships with February 15 deadline.
• Texas A&M UniversitycoreStrategic or Co-development PartnerPartner institution for College of Agriculture & Life Sciences scholarships with December 1 deadline.
• Texas FFA FoundationcoreStrategic or Co-development PartnerPartner organization for youth scholarship programs open to incoming freshmen pursuing any degree at Texas colleges.
• Texas 4-H FoundationcoreStrategic or Co-development PartnerPartner organization for youth scholarship programs with applications submitted at county level and transferred to state for Rodeo Austin consideration.
• Texas State UniversitycoreStrategic or Co-development PartnerPartner institution for Emmett & Miriam McCoy College of Business Administration scholarships with December 15 deadline.
• Texas Tech UniversitycoreStrategic or Co-development PartnerPartner institution for College of Agricultural Sciences & Natural Resources scholarships.
• West Texas A&M UniversitycoreStrategic or Co-development PartnerPartner institution for scholarship programs supporting Texas agricultural education.
• Taylor FortminorGTM or Marketing PartnerLivestream partner providing live coverage of Rodeo Austin livestock shows on RA TV YouTube channel.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• National Finals Rodeo: The PRCA's championship event crowning year-end rodeo champions. Comparable in rodeo focus and PRCA sanctioning, though it operates as a championship rather than a regional fair/rodeo.
• National Western Stock Show: Annual Denver-based livestock show and rodeo, one of the oldest in the U.S. Operates PRCA rodeo events, livestock shows, and educational programming comparable to Rodeo Austin's portfolio.
• State Fair of Texas: Annual 24-day Dallas fair featuring livestock shows, PRCA rodeo events, concerts, and a major carnival. Closest direct comparable for fairgrounds-style family entertainment and youth agricultural programming.
• Fort Worth Stock Show & Rodeo: Long-running Texas livestock show and rodeo with PRCA events, concerts, and livestock competitions. Operates a comparable nonprofit model and scholarship program, serving as a major competitor for Texas youth exhibitors and sponsors.
• Cheyenne Frontier Days: Known as the 'Daddy of 'em All,' this Wyoming rodeo is a major PRCA-sanctioned event with livestock shows, concerts, and carnival. Comparable in scope and nonprofit event model.
• Houston Livestock Show and Rodeo: The largest livestock show and rodeo in the world, held annually in Houston, TX. Operates on the same nonprofit 501(c)(3) model with PRCA-sanctioned ProRodeo, concerts, livestock shows, and a scholarship endowment that has awarded hundreds of millions. Direct comparable in mission, programming, and audience.
• San Antonio Stock Show & Rodeo: Annual San Antonio livestock show and rodeo with PRCA events, concerts, carnival, and a major scholarship program. Operates on a similar nonprofit basis in the same Texas market and is one of the largest spring events in the state alongside Rodeo Austin.

Emerging players

• California Rodeo Salinas: Annual California PRCA-sanctioned rodeo with livestock shows and concert programming. Comparable event portfolio but smaller scale than Rodeo Austin.

Regional players

• Pendleton Round-Up: Oregon-based annual rodeo and community event with PRCA events, concerts, and western heritage programming. Comparable in rodeo focus but serves the Pacific Northwest rather than Texas.

Others

• Professional Rodeo Cowboys Association (PRCA): The sanctioning body for professional rodeo events in the U.S. Rodeo Austin is PRCA-sanctioned and operates within this ecosystem. Adjacent/regulatory peer rather than a competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rodeo-austin

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rodeo Austin